Email marketing software is inherently different from other cloud-based solutions — you can’t just “set it and forget it”. In other words, you’re not done after you’ve built out the core set of features and developed a pipeline for new releases. You can have great looking templates and intuitive campaign workflows, but if users’ emails aren’t getting in the inbox it’ll all be for nothing.

No matterwhere you sit — Madison Avenue or Silicon Valley, or whether you’re responsible for sales and marketing in services or technology, you’ve come to an important realization — email marketing drives revenue.

Your clients and users understand this and you need to figure out how to generate more revenue around email strategy and implementation at your agency or stickiness and lifetime customer value with your software.This multi-part blog series will consider four questions you should be asking when considering building out your own email platform or connecting to an ESP (Email Service Provider). We’ll try to answer these questions both from the creative agency perspective, as well as the technology provider side.

If we haven't made it clear yet: the law matters to all email marketers, regardless of whether they are based in Canada. CASL's provisions apply to any marketer who sends a message that could have reasonably been expected to be opened by someone in Canada. CASL, which could lead to severe financial penalties for violations, makes exceptions for email contacts who might be passing through the country, but generally, it's a good idea to assume you have Canadian contacts on your list.

CASL represents some significant changes to the requirements placed on marketers. But for most email marketers using a reputable ESP, many of CASL's requirements are already taken care of. Others can be handled in an automated way, using some relatively simple email marketing software features.

We've got some pratical tips to help you make sure your marketing is CASL-compliant.